Stories behind famous auto logos

Chevrolet's classic "bowtie" logo turns 100 this summer. See how it and other classic car logos got their current designs.

By Houston Chronicle Web Staff

on January 29, 2013 11:41 AM

Photo: GEOFF ROBINSGEOFF ROBINS/AFP/Getty Images

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Chevrolet: There are many stories as to how Chevrolet got its bowtie logo. Louis Chevrolet originally said he was inspired by a wallpaper design at a Paris hotel, but his wife, Catherine, claimed he saw a similar looking logo in a newspaper advertisement. His daughter claimed the logo came from a drawing Chevrolet made during dinner.

Chevrolet: There are many stories as to how Chevrolet got its bowtie logo. Louis Chevrolet originally said he was inspired by a wallpaper design at a Paris hotel, but his wife, Catherine, claimed he saw a

Chevrolet : There are many stories as to how Chevrolet got its... Photo-4103388.55885 - San Antonio Express-News

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Rolls-Royce: The double-R logo began as an ode to founders Henry Royce and Charles Rolls, but it's had some tweaks along the way. It originally had a red and a black “R”, but the company changed it to all black after Royce died in 1933.

Rolls-Royce: The double-R logo began as an ode to founders Henry Royce and Charles Rolls, but it's had some tweaks along the way. It originally had a red and a black “R”, but the company changed it to all

Rolls-Royce : The double-R logo began as an ode to founders Henry... Photo-4103509.55885 - San Antonio Express-News

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Spirit of Ecstasy: The hood ornament became a fixture of Rolls-Royces in the 1920s, but its history lies in a love story. John Scott Montagu, who was a friend of founder Charles Stewart Rolls, had a secret relationship with Eleanor Thornton. Thornton was later immortalized in the Spirit of Ecstasy. She died at sea years after the ornament first appeared on a Rolls-Royce.

Spirit of Ecstasy: The hood ornament became a fixture of Rolls-Royces in the 1920s, but its history lies in a love story. John Scott Montagu, who was a friend of founder Charles Stewart Rolls, had a secret

Spirit of Ecstasy : The hood ornament became a fixture of... Photo-4103505.55885 - San Antonio Express-News

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Ferrari: The prancing horse on Ferrari’s logo has long been attributed to Francesco Baracca, an Italian pilot during World War I. Baracca painted a prancing horse on his plane, and as the story goes, Baracca’s parents asked Enzo Ferrari to use the horse icon as a memorial and good-luck charm.

Ferrari: The prancing horse on Ferrari’s logo has long been... Photo-4103500.55885 - San Antonio Express-News

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Cadillac: The luxury car brand has had nearly a dozen different logos during its history, and nearly all have incorporated the coat of arms of Antoine de la Mothe Cadillac, the founder of Detroit. As the brand has evolved, the logo has gone from being a near carbon copy to an abstract representation of it.

Cadillac: The luxury car brand has had nearly a dozen different logos during its history, and nearly all have incorporated the coat of arms of Antoine de la Mothe Cadillac, the founder of Detroit. As the brand

Maserati : The company got the inspiration for its logo from a... Photo-4103345.55885 - San Antonio Express-News

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Porsche: There a few stories about the history of the Porsche logo. One tale says Max Hoffman, an automobile distributor, met with Ferry Porsche and suggested the company needed a strong logo. According to that story, the rough sketch was drawn on a napkin at a Manhattan restaurant.

The other story claims Franz Xaver Reimspiess created the logo after Hoffman made the suggestion to Porsche.

Porsche: There a few stories about the history of the Porsche logo. One tale says Max Hoffman, an automobile distributor, met with Ferry Porsche and suggested the company needed a strong logo. According to that

Porsche : There a few stories about the history of the Porsche... Photo-4103344.55885 - San Antonio Express-News

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Mercedes-Benz: The three-point star comes from Gottlieb Daimler, who helped start the luxury company. Daimler used to mark his home with a star as a sign of prosperity. His sons – Paul and Adolf Daimler – registered a three-point star as a symbol in 1909, according to the company. A four-point star was also registered, but it was never used.

The star came nine years after the company adopted the name Mercedes from Emil Jellinek, who bought and sold cars to high-end buyers. Jellinek had used the name, which means grace in Spanish, as a pseudonym while racing. The name honored his 10-year-old daughter, Mercedes.

Mercedes-Benz: The three-point star comes from Gottlieb Daimler, who helped start the luxury company. Daimler used to mark his home with a star as a sign of prosperity. His sons – Paul and Adolf Daimler –